+How The Gbemisola Brothers Run The Big Brand
One of Nigeria’s leading indigenous Independent Petroleum Marketing companies Fatgbems Petroleum Company Limited has commissioned a new Ultra-Modern retail station in Awoyaya, Eti-Osa LGA in Lagos, to expand its value chain and optimize its customer base.
The event, which held recently had in attendance notable individuals including, the representative of the Paramount Ruler of Iweregun land, Otunba Muniru Elemoro, Speaker of Ogun State House of Assembly, Hon. Suraj Adekunbi, the Executive Secretary, Depot and Petroleum Products Marketers Association of Nigeria, Mr. Olufemi Adewola, Chairman of the Lagos Chapter of NUPENG, Alhaji Tokunbo Korodo, senior management staff of the company, family members and friends of the Gbemisolas.
Since the demise of business mogul, Alhaji Fatai Gbemisola the founder of Fatgbems Nigeria Limited, his sons headed by Kabir Jibola Gbemisola Fatgbems who is now the (Chairman) had been doing well to keep the business going; growing it to a big brand that it has become today.
Ealier this year, their fIagship, Fatgbems Petroleum Limited, kicked off its re-branding campaign, which has so far seen most of their filling stations undergoing massive facelift and the unveiling of their new brand logo.
The flag-off event took off at their Berger filling station in Lagos and it was witnessed by many dignitaries including the speaker of the Ogun State House of Assembly. Since then, all their Fatgbems filling stations have been giving new, colourful looks.
Fatgbems Petroleum, is one of the oldest privately-owned filling stations doing extremely well. The success of the brand no doubt, will be attributed to the perfect running of the family business by the four brothers. To say the brothers have enjoyed a cordial relationship to maintain and grow their father’s legacy is stating the obvious.
Fatgbems Tyre, another strong subsidiary of the Fatgbems Group has been in business for over 3 decades and is still waxing stronger.
Apart from the chain of filling stations, we gathered that two other companies also under the umbrella of the Fatgbems Group; Fatgbems Property and Fatgbems Agro-Allied Company are currently taking shape.
The Chairman of Fatgbems Group and the first son of the late Alhaji Kabiru Gbemisola, Jibola revealed in an interview with Cityscoop early this year that “these two companies have been in existence for a while, but we haven’t done much with them. So, this year, we are focusing major attention on them. We are going to be doing a lot in the agriculture and property sector this year”.
As the Chairman, the role he has been playing for the past four years since their father’s demise has been joggling the role of a father figure and elder brother to his younger ones; which has helped a great deal.
Talking about the experience, he said “it has been a good experience working with my brothers. They are fantastic people. We all rub minds together and always look for ways to take the ideas to the next level. One of the things I learnt from my late dad is that no matter who you are, no matter your level of wealth, you have to respect everybody. The more reason we have not had any serious issue is because I have always respected my siblings for who they are and I still do. I don’t say because I am their brother I should take their decision on whatsoever for granted; No. I don’t say because I am their brother, my decision is final; No! Everybody brings ideas, every one of us always has his or her own inputs on all issues and we all agree. I don’t impose decision on them because I am their elder brother. When we are doing board meetings we agree. For example, this rebranding of Fatgbems is purely a decision taken by everyone of us. It took us about two years to achieve it. The board, with the consultant and all the people involved, had to go back and forth; especially my younger brother, Bayo Gbemisola, he is very creative and very detailed. The day I told him Bayo, I am leaving everything about this project to you, he said whatever I say should be it and also that he is giving me the kudos because of the way I have gingered them, and also because he knew the way I want people outside to perceive Fatgbems. The way people see our filling stations is way they will address us, if they see us as the old Fatgbems they will not see us as serious competitor in today’s market, but if they know that you are a company to reckon with, you must tell the whole world that this Fatgbems. This is what we do and that is what we represent. That is how we were able to achieve what we did. So we have maintained our focus and we keep our integrity. That has been my late father’s vision and we have been able to keep to it. Whatever God says will be yours will be and whatever He says is not yours, then it is not. You have to maintain your integrity and that has been the key”.